广告传播效果的城乡差异研究

广告传播效果在城乡存在着差异现象,研究这种差异对企业制定有针对性的农村营销策略、树立产品在农村地区的知名度和美誉度具有重要意义。本文运用大众传播理论,从广告媒体的使用、受众的文化程度、广告表现三个方面,分析广告传播效果在城乡出现差异的原因,并在研究问题的基础上,提出如何提高广告乡村传播效果的措施,要不断研究农村受众的信息接受特点,建立相对完善的农村广告监测机制,整合各种媒介资源,提高广告传播的到达率和接触率。

Research on the difference between city and country in the effect of advertising communication

There is a difference in the effect of advertising communication between city and country.The research on the difference is a of great significance for the enterprises to design marketing strategies in rural area and establish the visibility and reputation of a product.By using the theories of mass communication,the thesis analyzes the reasons for the difference between city and country in the effect of advertising communication from the three aspects of the use of advertising vehicles,the cultural level of the audience and the different forms of the advertising communication.On the basis of this research,the thesis gives some solutions to promoting the effect of advertising communication in the rural area.The detailed methods include the ongoing study of the information reception characteristics of the rural audience,the establishment of a complete advertising monitoring mechanism in the rural area and the integration of various media resources to promote the rating points and the contacting rate of the advertising communication.